Succeeding in Mobile Advertising

Succeeding in Mobile Advertising
KF Lai
CEO & Co-Founder, BuzzCity
A. The Landscape
1
A-1. Advertising Spending in South East Asia
Thailand
Indonesia
2010 ~ U$3,140M
2010 ~ U$3,676M
44%
$1,625
52%
48%
23%
$1,767
8%
$283
Print
Television
Radio++
$1,629
25%
$774
$729
0.03%
0.2%
$1
$8
Internet
Print
Television
Radio++
Malaysia
Vietnam
2010 ~ U$2,293M
2010 ~ U$572M
50%
Internet
78%
40%
$1,140
$446
$910
19%
8%
Print
Television
Source: ZenithOptomedia
$189
2.4%
Radio++
Internet
$107
3%
$18
$54
Radio++ = Radio + Outdoor + Cinema
Print
Television
Radio++
0.2%
$1.1
Internet
2
A‐2. In Perspective – the US Market
3
A-3 The Changing Landscape
Indonesia
2010 ~ U$3,676M
44%
48%
Population
Internet Users
Mobile Phone
Users
Mobile
Internet Users
Indonesia
238M
31M (13%)
210M (88%)
25M (11%)
Vietnam
88M
25M (28%)
170M (193%)
16M (18%)
Thailand
66M
7M (11%)
70M (106%)
10M (15%)
Malaysia
28M
15M (54%)
34M (121%)
12M (42%)
30%?
$1,625
Mobile internet
consumption time
$1,767
8%
$283
Print
Television
Radio++
0.03%
$1
Internet
Mobile Internet
Harian
#
Tarif
Quota
Jangka Waktu
1
Rp. 1000
1 MB
1 Hari
2
Rp. 5000
7,5 MB
7 Hari
3
Rp. 20.000
50 MB
30 Hari
4
A-4 They Cometh
5
B. The Challenge
6
B-1 The customers are always right
I want to
do mobile
Build an
iPhone App
Also iPad!
Location!
Brand
Engagement
Performance!
& Galaxy & Xoom & HP Tab
7
B-2 The Publishers are thinking hard
Must have
iPhone App
Also iPAD.
Also Android.
WTH is Nexian
& Maui?
HTML5?
WAP?
Shit. How about
RIM & Nokia?
8
B-3 Everybody has your best interests at heart
Mobile Advertising
Expert from Telco
We can build iOS apps and the
source can be obfusticated for
Android. The mobile web,
however, offers invariant
platform support across RIM,
Symbian which make
deprecation less likely. Roses
and red and violets are blue,
metaphorically ..
iAd makes mobile
advertising sucks less
We know our customers very
well. I know that he lives in
Singapore and travels to
Jakarta once 1 month. Every
time he passes by the Pacific
Place, I can send him a SMS to
tell him there is a nice new
arrival of LV for his wife (and I
know he is married).
The IT guy
We are Largest
and Independent
9
B-4 The customer’s new love
Client
This year 50% of my
digital budget needs
to go to tablet
Her Mobile Agency
My mobile agency
knows how to do
apps.
You
10
B-5 The Question
Can anybody
make this
CLEARER and
SIMPLER?
11
B-6 Understand the Market Segments
Knowledge workers
(Computer + Phone)
Upper-Middle Class
Non-Knowledge Workers (Blue Collars)
“Unwired”
12
B-7 The source of BuzzCity Knowledge
Advertisers
(3000)
BuzzCity
Ad Network
-
Classify into Channels
Easy Targeting
Cost per Click, Bidding
Quick Start
Report, track, refine
Publishers
(4000)
BuzzCity
Sites
- Communities
- 200 languages
- 5 million members
-Free mobile games
- 10,000 games
- 150 developers
- Recipes
- Indie musicians / bands
- GIG schedules
B-8 Network Reach for Indonesia: 15.7M (Feb 2011), ↑10%
Hutch3 Esia
4% 0.3%
Telkomsel
Internet
11%
Telkom
Flexi
(CDMA)
0.1%
Sony
Ericsson
OS
3%
Excelcom
37%
Telkomsel
12%
Samsung OS
1.0%
LG OS Android
0.8% 0.7%
Symbian OS
18%
Blackberry OS
0.6%
Nokia S40
31%
Axis
15%
MTK /
Nucleus OS
21%
Indosat
21%
>= 35
8%
Female
26%
25 - 29
39%
30 - 34
17%
Male
74%
< 20
4%
20 - 24
31%
More data @ http://planner.buzzcity.com/
Java Semarang
Java 5%
Bandung
9%
Kalimantan
4%
Java Jakarta
27%
Java Surabaya
17%
Java Other
18%
Others
19%
14
B-9 What have marketers been doing?
Vodacom World Cup (Apurimac)
TopTV (PageThreeMedia)
Adidas (Isobar, India)
-- World Cup app on Djuzz
Old Mutual (Brandmobile)
BlackBerry (PhoneValley, India)
-- targets Windows/Symbian
Nokia (Isobar)
Djarum (Bubu Chikka, Indonesia)
-----
Download
Usage
Engagement
Recall
Mobile VAS
15
B-10 Samitivej Hospital, Bangkok
Doctor on Mobile
Mommy Alert
Vaccine Alert
16
B-11. The Anton Ego Moment
Don’t think of Mobile
Internet as another MEDIA
channel where you can
CLEVERLY market an
EXISTING product or service
But a new SERVICE and
DISTRIBUTION channel where
radically new ways of
ENGAGING the CONSUMERS
become possible
17
C. Scaling the Peak
18
C-1 It is not an easy journey
You will have to scale the peak yourself …
…. but we can help
19
C-2 The Fellowship of the Ring
Brands &
Agencies
Solution
Providers
Mobile
Publishers
Ad
Network
20
C-3 Helping your client succeed
21
Enjoy the Journey
22